January 21, 2010
TRACE AND DIGITAS GET PLAYFUL FOR GM!
Digitas Boston approached Trace Pictures
to create a new kid crafted animated campaign promoting GMC's Terrain: a fuel
efficient five passenger affordable crossover vehicle that has recently been
released. “We started the design process by inviting a group of young kids to
draw up images from their favorite road trips,” explains Justin Stephenson, Sr.
Creative Director of Trace Pictures. "We received the most adorable
pictures that could only come from a child's imagination. Our designers
then worked with the kid- crafted elements to create a multitude of fun scenes
that we animated into one colorful and exciting road trip. You go from the
cityscape, to the beach, to the zoo, to grandmas house, for ice cream ... and
so on. We purposely used very simple stop motion and 2D techniques to
make the animation feel like it belonged in the kid's world. The process
was a blast as it's not every day you get pre-schoolers
to do your initial designs!" says Stephenson. In addition to GM, Digitas and Trace have most recently collaborated on
projects for XM Radio and Gillette.
To view the GMC Terrain animated spot, go here:
http://tracepictures.com/portfolio/digitas-gmc
For more info, contact Trisha Emerson, Executive Producer, Trace Pictures. mailto:trisha@tracepictures.com
Credits
for GM Terrain “Kids”:
Trisha Emerson - Executive Producer
Justin Stephenson- Sr. Creative Director
Stacey O'Connor- Senior Producer
Paul Maifrini- Production Manager
Hector Herrera- Director/Lead Designer
Sheree Stephenson- Lead Designer/Illustrator
Emma Segal - Illustrator
Alex Krivoi - Animator/Compositor
Ryan Paterson - Animator/Compositor
Veronica Porfilio - Production Assistant
About
TRACE PICTURES:
Trace is a design firm and a full service production company working in
live action and all forms of animation. Most recent clients include
Nickelodeon, Digitas, DDB NY, BOS, Tribal, Nicktoons, The Hive, Showtime, Cartoon Network, Versus, Leo
Burnett, Strawberry Frog, National Geographic Channel, Worldways,
Fox Sports Net, WE and many more.
To view Trace's current reel, click here:
http://tracepictures.com/reel
January 19, 2010
Trace and TVOkids in BRIEF magazine
Check out
the new article on us in the latest Promax Brief
Magazine featuring the recent rebrand we did for TVOKids.

November 18, 2009
TRACE BREAKS REEL GROUND
Trace
Pictures recently completed a new reel. Big deal, right? But it IS a big deal.
This reel is like no other: the unique approach reflects the new and changing
advertising and broadcast industry.
"When
we started Trace 8 years ago, our goal was to position ourselves as a one stop
shop" states Trisha Emerson, Executive Producer of Trace. "But it was
a hard sell to agencies as they were accustomed to the model of having many
specialist companies work on their spots. You had your director,
production company, animation house, edit house, online and audio. The media
landscape has changed dramatically and so have budgets. Agencies are now
looking for companies like Trace who can handle all aspects of production. We
have never been busier.
So
back to the new reel…to showcase Trace's many talents and capabilities, the
company had Sr. Creative Director, Justin Stephenson host the reel. Justin
walks you through what it is Trace does and then shows examples of the work.
Stephenson
explains "The real difference that we offer is that we leverage our
experience and talent to develop creative that is not just compelling and
unique, but strategic. We dig deep, do our homework, then measure our work
carefully against the goals of the project. In short, because we do everything
in house, we are able to make sure that all is aligned with the strategy”.
To
view Trace's "hosted" reel, click here: http://www.tracepictures.com/reel
To
view Trace’s selected spots reel, go here:
http://www.tracepictures.com/portfolio/trace-pictures-spots-reel
To
view Trace’s interactive/web work click here:
http://www.tracepictures.com/portfolio/trace-pictures-interactive-reel
October 22, 2009
TRACE PICTURES REBRANDS TVOKIDS
TRACE recently completed the on-air
rebrand for TVOKids.
Trace worked closely
with TVOKids to create a 3D character based identity
package that reflects their educational mandate with a playful and contemporary
flair. Trace took the approach that TVOkids is about
the interaction between the screen, kids and families - its not just about the
high quality educational programming offered by TVOKids
but also about the linear channel as a starting point for a range of
activities.
"TVOKids caters to a variety of age groups" explains Justin Stephenson, Sr. Creative
Director of Trace Pictures. "We essentially needed to create a series of
interlinking brand stories between the pre-school block, the school-age block, TVOParents and the TVOKids
umbrella brand. It was an exciting challenge and we're all thrilled with the
end result."
"The time line
was tight!" explains Executive Producer, Trisha
Emerson. "We had just wrapped up our PBS Kids Sprout refresh before
jumping on TVOKids. For Sprout, we had a year to complete the full package, for TVOKids, we had about 10 weeks. It was a whirl wind but
we're quite proud of it and everyone at TVOKids is
excited with the new package".
To view the TVOKids on-air rebrand
package, click the link below:
http://www.traceserver.com/dropbox/Presentations/TVOkids_Press/TVOkids_Press_Selects.mov
October 05, 2009
Trace Welcomes New Creative Director
Trace
Pictures is thrilled to announce their new Creative Director, Hector Herrera.
Hector has joined the ranks of Trace heading up the design and animation team.
Previously
of Cuppa Coffee Animation and The Studio Upstairs,
Hector moves to Trace with 9 years under his belt as CD. He has lead commercial
and broadcast projects for such clients as Cartoon Network, Spike TV, BBC, JWT,
CTV, TSN, FCB, CBC, Gospel Network ... to name a few.
Starting
his career as a graphic designer, Hector has a passion for hands on design and
mixed media approach. "I love combining multiple sources and techniques
and I've always found Trace's work inspiring for this reason. They are open to
doing crazy sh$@! What's really exciting for me though,
is Trace's strategic approach to working. Their work is not only well executed
but it's also well thought out."
Hector
has also worked on the ad agency side as Art Director for agencies such as Leo
Burnett and MacClaren McCann.
In
his spare time, Hector is an instructor at The Ontario College of Art and
Design (OCAD) in the illustration program, a competitive swimmer, a karate
master, a conneseur of fine food and drink (tequila
included), and a lover of all things musical. Welcome, Hector.